{
  "docId": "019de070-2780-73dc-ae40-aa3735ee6123",
  "docSlug": "69bcd6972c3a729c72e734e34dab82d0",
  "documentTitle": "Unilever | Investor Event Presentation Deck | 25 slides",
  "authorId": "unilever",
  "authorName": "Unilever",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2020-06-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 21,
  "pageCount": 25,
  "prevPage": 20,
  "nextPage": 22,
  "slideType": "customer_journey",
  "function": "present_framework",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "Uses a two-column layout to contrast 'Consumer need' with 'Consumer action'.",
  "elementsJson": null,
  "metadataConfidence": 0.95,
  "imagePath": null,
  "slideHref": "/slides/019de070-2780-73dc-ae40-aa3735ee6123/21",
  "deckHref": "/decks/019de070-2780-73dc-ae40-aa3735ee6123",
  "deckJsonHref": "/decks/019de070-2780-73dc-ae40-aa3735ee6123.json",
  "deckAnchorHref": "/decks/019de070-2780-73dc-ae40-aa3735ee6123#slide-21",
  "components": [
    {
      "bbox": {
        "h": 0.25,
        "w": 0.15,
        "x": 0.56,
        "y": 0.31
      },
      "kind": "image",
      "text": "Change pack sizes",
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "02471d4d-5805-41fb-b254-b31a26bc06d4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.15,
        "x": 0.81,
        "y": 0.35
      },
      "kind": "image",
      "text": "Lipstick effect",
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0a489747-e593-43bf-9f1f-8fc4e4b47787",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.1,
        "x": 0.82,
        "y": 0.65
      },
      "kind": "image",
      "text": "Lower tier brands",
      "attrs": null,
      "subkind": "logo-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0e44e039-9123-4295-b00c-4c46d1f465fa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.1,
        "x": 0.6,
        "y": 0.65
      },
      "kind": "image",
      "text": "Channel shift",
      "attrs": null,
      "subkind": "logo-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "caa0338b-8c60-4d5d-b648-5086548375b4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.1,
        "x": 0.37,
        "y": 0.38
      },
      "kind": "list",
      "text": "Save money, Be Smart, Enjoy",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a34c1445-76a0-48ad-b9b3-616e1cd6aa6c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.1,
        "x": 0.14,
        "y": 0.38
      },
      "kind": "list",
      "text": "Low income, Mid income, High income",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fbaf1ec1-2a3e-4839-834f-4b4309cb54e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.5,
        "x": 0.09,
        "y": 0.04
      },
      "kind": "title",
      "text": "Penetration: value, affordability and price",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c1841187-e7c0-48fa-beb5-af3eb50e1394",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.15,
        "x": 0.22,
        "y": 0.18
      },
      "kind": "title",
      "text": "Consumer need",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b2d1b494-7fbe-4ea2-8ffa-43834cdb1f03",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.15,
        "x": 0.68,
        "y": 0.18
      },
      "kind": "title",
      "text": "Consumer action",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d3ae6aa0-ea27-4346-9eba-a8cb4a0447a4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Customer journey map",
      "slug": "customer-journey-map",
      "agent": null,
      "layer": "slide",
      "matchId": "9ddd83ea-f7f3-42a4-9023-66227b2336f1",
      "evidence": "Penetration: value, affordability and price",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "3f7dac86-51e3-46cb-84b6-a42492a47884",
      "evidence": "Maps consumer segments to specific behavioral responses.",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 25,
      "from": 21,
      "beatId": "e9a4482f-a276-46cc-8e54-2fdebc0177e9",
      "arcName": "Rags to Riches",
      "arcSlug": "rags-to-riches",
      "beatName": "Ultimate Achievement",
      "beatSlug": "rags-to-riches-ultimate-achievement",
      "evidence": "The deck concludes with Unilever's vision for emerging stronger from the pandemic",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 23,
      "from": 19,
      "name": "Voice Of Customer",
      "slug": "51-voice-of-customer",
      "bestFor": "Product strategy, customer experience, market research",
      "matchId": "f8ebafc0-f85f-4c17-8278-7abcbb1962d5",
      "evidence": "The deck uses the voice of the customer to illustrate consumer trends and Unilever's response",
      "position": 1,
      "objective": "to highlight consumer trends and Unilever's purposeful brands",
      "structure": "What Customers Say (Verbatim) -> The Pattern Across Voices -> The Insight -> The Response",
      "confidence": 0.6,
      "description": "Let customer quotes and feedback drive the narrative and validate the insight"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}